Re: [projectvrm] Demand based advertising

[Sakari Kyrö < >]

Charles, the R-button has some similarities to your approach, although it 
doesn't involve any ads(?), but a relationship on both sides terms. Some of 
your tag lines are very close to the idea of the R-button. 

The subscribers of this list seem to be roughly split into two groups. The 
ones that believe that advertising can be done in a better way, and the ones 
that believe that it can not. 

Glome.me has a very similar way of approaching how ads are served, but with a 
slightly different approach regarding the method. (Disclaimer: I was 
previously involved in the Glome project) 

When MyMindShare, Prizzm or Glome launches a fully functional public beta 
version, the demand for demand based advertising will quickly be seen. The 
details in the user experience will determine the success/failure, as the 
difference between a creepy feeling spammy ad, and an ad that is served at 
the right time (in the consumers eyes), is a thin one. 

J Clark earlier said that "Advertising isn't a very compelling end-point to 
me. I am not likely to go anywhere to see it, and will take steps to avoid 
it, unless I'm in the market for something specific--and even then I might 
check the periodic sales flyers at the store I'm most likely to go to for 
what I want." 

This supports the R-button idea, but is based on the assumption that our 
habits roughly remain the same. Personally, I notice that while I would like 
to have the R-button kind of method to connect with vendors, it presumes that 
i know exactly what I want. 

As recently as earlier this afternoon, when I was looking for new shoes in 
Helsinki, I wished that there was a way I could get some inspiration from 
somewhere. It would not have mattered whether or not it was an ad, or a 
direct offer from a vendor. I roughly had an idea what I wanted, but couldn't 
find it. 

The shoes that I bought ended up being the best compromise, but certainly not 
as nice as it could have been. Would Prizzm, MyMindShare or Glome helped in 
that moment? Would the R-button have served my need? 

In my opinion, vendors are more or less always available, but the valuable 
opinions, tips and right kind of inspiration is not.

The web is overflowing with information, but the noise is too overwhelming to 
even bother with the distraction of pointless top-10 lists or pretentious 
fashion blogs. 

What would the sweet spot then be for demand based advertising? I believe it 
involves other consumers sharing and communicating in one way or another. 
How to do it while i) keeping it uncontaminated by commercial interests and 
ii)protecting privacy,  is not an easy task.

This is not an academic point of view, but just a gut feeling. Feel free to 
prove me wrong.

Thanks, 
Sakari 


On 12.6.2012, at 20.30, Charles Oppenheimer wrote:

>> By the way, I want to point out that "Demand based advertising" is a 
>> misnomer. 
> 
> Maybe.. of course it isn't anything right now, more of an experiment, to 
> see if there is a market for Prizzm (VRM?) described this way.   I was 
> trying out tag lines, I had kicked around a number of other options:
> 
> "reverse advertising"
> "ads that don't suck"
>  "fixing crappy ads"
> "state your intentions"
> "whatcha want?"
> "i wanna..."
> "you choose"
> "your intention - not your identity"
> "vendor relationship management"
> "stop  adveritising suckitude"
> "broadcast your intention"
> "your data, your choices"
> "track this!"
> 
> Or as my wife said: "maybe it should say something that's more about the 
> end result of the ad - good ads targeted to your interests means you get 
> introduced to the products and services you would actually be interested 
> in, because you're in control of what you want to see, not because they 
> steal your profile and search info to put ads that companies *think* you 
> want to see. 
> 
> Now put that into a tag line. "
> 
> Right??   
> 
> I was even considering a drop down list where people can choose the tag 
> line they like right from the page.. just for fun, and the spirit of buyer 
> control.
> 
> So - here are some datapoints from this "launch" thought I'd share:
> ~ 90 signups so far - out of 247 visits per google analytics. ...  A 36% 
> conversion rate is extremely high - I wouldn't expect it to continue being 
> that high, I marketed on this list, betali.st and twitter, so maybe more 
> receptive folks there.  But there is some interest.  And in this landing 
> page, the "privacy policy" is the main selling point.. if anybody wants to 
> iterate or reuse a version of that for your own VRM marketing efforts,  do 
> so/let me know, these datapoints point to there being some market for this 
> message.
> 
> 
> - The hacking/prototyping is not going as well.  Some of the questions Judi 
> Clark brought up, summarized thusly "Advertising isn't a very compelling 
> end-point to me. I am not likely to go anywhere to see it" is spot on, and 
> I'm getting that with everybody  I work with to ask what type of things 
> they might want to see based on their "intentions".   I thought I might be 
> able to pull something together that is "fun" - but not working so far.  
> 
> It is pretty tough to make an compelling advertising experience based on 
> generalized "needs" you put in.  Inventory and the look and feel of ads are 
> a big problem.. they just aren't fun to look at or something people want to 
> do.  Ultimately shopping is more direct - and Amazon and Google have kind 
> of nailed that.
> 
> So - experimenting.  I think it is much more likely the first version of 
> the application is extremely focused on a vertical, very specific "need 
> broadcasting", so those needs can be met,  and a bit more likely to be 
> mobile.
> 
> 
> Thanks for all the response on this list so far.
> Charles
> 
> 
> 
> 
> 
> On Jun 11, 2012, at 1:55 PM, Jim Bursch wrote:
> 
>> 
>